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WA MUSEUM GERALDTON SITE MASTERPLAN - Final Report 1

Contents Page

1 BACKGROUND 3

1.0 PROJECT CONTEXT 3 1.1 KEY ACTION AREAS 4 1.2 NEW GALLERIES AND COMMUNITY SPACES 5 1.3 FUNCTIONAL AREAS 7 1.4 CONSTRUCTION COSTS 8 1.5 FUNDING 9

2 OPTIONS ANALYSIS 11

3 FEASIBILITY ANALYSIS 12

3.0 SCOPE OF ANALYSIS 12 3.1 MARKET APPETITE 13 3.2 VISITOR LEVELS 14 3.3 ENVIRONMENTAL FINANCIAL AND SOCIAL SUSTAINABILITY STRATEGIES 17 3.4 FINANCIAL IMPLICATIONS 19

4 CONCEPT PLANS 23

5 STAGED IMPLEMENTATION PLAN AND COSTS 33

6 CONCLUSIONS AND NEXT STEPS 38


1 Background

1.0 Project Context

In 2009, the Western Australian Museum, Geraldton underwent a regional

site review which identified a range of issues and priorities for actions. The

Museum was identified by the Mid West Development Commission as a

flagship project and vehicle for the interpretation of the new stories about

the local community and Mid West region. In particular, the Commission

saw considerable potential in enhancing the story of HMAS Sydney II and

further value in creating new types of gallery spaces.

The review led to a recommendation a new Site Masterplan be prepared

to ensure strategic opportunities were seized and positive outcomes

secured for Geraldton and the Mid West. Key aspects identified were:-

Improving connection to existing and future development in and

around the Batavia Coast Marina and providing additional flexible

space to interpret regional stories of state, national and

international significance and deliver educational programmes.

That the Museum was seen as being well-placed to become the

international centre for the interpretation of the story of HMAS

Sydney (II) and HSK Kormoran: arguably, the most significant

Australian Naval event of World War II, and one of Australia’s most

commemorated maritime events.

There was potential to develop a significant site to mark, not only

the Sydney/Kormoran story, but also to reflect important

contemporary developments in the region (e.g. Oakajee Port, the

potential for the Square Kilometre Array) and to further enhance

Aboriginal involvement and ownership of the site.

In 2011, Hames Sharley was commissioned by the Western Australian

Museum to produce a Site Masterplan to inform and guide the long term,

staged development of the WA Museum, Geraldton, ensuring its

integration into the physical environment, the regional development

context and the cultural offer to the people of, and visitors to, the Mid West.

This masterplan project is supported by the Mid West Development

Commission through its Regional Development Scheme.

Through the masterplan process, the Museum was invited to consider

what was required for meaningful and successful activation of the Batavia

Coast Marina as an emerging destination in the wider city network of visitor

sites and culturally important spaces. Although part of this remit is outside

the Museum 'footprint', it has been considered strategically, and in

consultation with key stakeholders, in order to present to the Mid West

Development Commission and the City of Geraldton an overall picture of

how the Marina could develop, with the Museum playing a central role in

that regeneration.

Through consultation with stakeholders, the Site Masterplan process

identified that the Museum played a key role in meeting community needs

and the outcomes of the masterplan reflect:-

The role of the Museum in providing informative interpretation on

issues and activities for a wide cross section of Mid West residents

and visitors.


The pivotal role the Museum plays both in terms of location and

activities in the activation of the marina precinct and adjoining

tourist and historical areas.

The implementation of the Site Masterplan has significant benefits in terms

of regional development. These are further outlined in Section 3.0.

The Site Masterplan includes recommendations for the physical and

cultural development of the site and is informed by a needs and options

appraisal, feasibility analysis, concept plans and staged costings. The

master plan will be used to develop business cases and grant and

sponsorship proposals for the development of the Museum.

Delivery of the masterplan has been in two stages with stage one

consisting of an approved two volume report (August 2011) that provided

the context of the masterplanning including the outcomes of the

stakeholder consultation, site analysis and key outcomes sought in the final

masterplan. This second stage - volume three - reports on the

development of the master plan, based on stage one.

1.1 Key Action Areas

The initial report identified 10 Actions for the external public areas of the

site and building design and 5 Actions for the internal layout and

configuration of space within the main museum building. The issues inside

and outside the museum are numerous but the following key actions are

considered priorities in terms of building outcomes. They have formed the

basis of the options and design concepts followed through to the final

masterplanning stage. Opportunities were also identified for partnerships

with industry and government in relation to the establishment and

maintenance of future exhibits.

The external and internal action areas have been summarised into the 11

Key Actions opposite.

A1 Expand the Museum to include emerging contemporary

stories (Square Kilometre Array, HMAS Sydney II) and

interactive spaces for education and lifelong learning

A2 Resolve the function of the separate wedge building,

including future uses, or alternative building options and

design configurations for the adjacent space

A3 Identify a location for adequate on site storage (eastern

end of the site) to enable the Museum to divest itself of the

old Museum Display Building on Marine Terrace

A4 Improve the security and appearance of the

service/loading area (facing Foreshore Drive)

A5 Implement a clear sense of destination, identity and arrival

at the street corner of Foreshore Drive and Museum Place

A6 Have a clear and purposeful Museum main entrance and

reception space including changes to the public realm and

resolution of micro climate issues

A7 Create a signage and lighting strategy to assist visitor way

finding and enhance the museum’s presence and identity

A8 Implement measures that will reduce the Museum’s

operating costs, principally energy consumption, and

consider renewable energy options and screening of the

principal north façade to reduce glare and heat load from

the direct western sun

A9 Activate the position of the Museum on the marina

frontage through exploring options to attract commercial

uses such as a café, retail or functions

A10 Review the grounds landscaping and design a more

engaging and dynamic exterior

A11 Resolve future use of the Community Gallery and

circulation through other parts of the Museum including

the rigid layout of the Mid West Gallery


1.2 New Galleries and Community Spaces

The proposed Geraldton Museum redevelopment will breathe new life into

the Batavia Marina precinct as part of the revitalised Geraldton foreshore.

Enhancing the connectedness of the Museum and its site with both city and

community has been a core principle during the masterplan exercise. The

concept design therefore aims to integrate themes of history, innovation,

environment, community engagement and education.

The Museum precinct will include a series of inspiring new exhibition and

public spaces that form a natural transition between the existing building

and the surrounding marina, with onward links to the city centre and other

visitor attractions. Softening the boundaries between the current building

and its surrounds, a significant extension is proposed towards Foreshore

Drive that will engage the street and invite visitors to view the sights and

sounds of the Museum from a new public square.

This gateway space provides the foreground setting for the new gallery

and foyer building which features an attractive curved light wall to greet

visitors on arrival. The building will house a number of feature galleries,

relocated shop, reception area and flexible event spaces. Other external

spaces include an enclosed forecourt to a new cafe and a sheltered

Museum garden, providing intimate locations for external exhibitions as

well as opportunities for markets and temporary events.

The outcome of the masterplanning phase is a preferred layout of interior

and exterior spaces which, if fully developed, will provide the Museum with

the following new facilities.

Museum Spaces

Immersion Gallery:

This gallery will enable hi tech visual digital experiences, in particular using

materials from the HMAS Sydney II / Kormoran search expeditions,

Square Kilometre Array (SKA), large-format multimedia presentations and

other audiovisual productions developed for key Mid West stories.

Candidates include the Abrolhos Islands and the wreck of the Batavia. The

Immersion Gallery will bring stories to life, in particular to those places and

spaces that are inaccessible to the public. This gallery will take advantage

of Geraldton’s NBN capabilities and host live feeds to events elsewhere in

the state, around Australia or throughout the world.

Investigate, Discover, Explore (IDE) Gallery:

This gallery will provide interactivity, learning, exploration and discovery

through hands-on experiences, live demonstrations, presentations and

exhibits. It will focus on inter-generational, life-long learning while also

being capable of accommodating particular audience needs such as new

national education curriculum outcomes for students or activities for

people with disabilities.

SKA Gallery:

Should Australia be announced as the site of the SKA, the world’s largest

radio astronomy project will be based at the Murchison Radio Observatory

(MRO) but will be publicly inaccessible due to its radio quiet requirements.

The SKA gallery will showcase the Yamaji interpretation of the region’s

skies and interpret the project’s science within a safe publicly available

display area.


Foyer and Community Gallery:

This space has an outlook towards Foreshore Drive and a new public

space (Museum Square). Shaped in an arc, it is a spine along which

decisions can be made by the visitor as to the experiences they will have. It

is an internal piazza space that will, when combined with the external

Museum Square, create an open flexible space that can accommodate

community exhibitions, performances, events and functions.

Reception and Shop:

The reception, cloaking and shop area will be located at the repositioned

front entrance to enhance the Museum’s location on the corner of Museum

Place and Foreshore Drive. It will create a visible gallery of activity and

inviting spaces to help locate the Museum and attract visitors to enter.

Toilets and Service Kitchen:

Additional public toilets and a small service kitchen will be required near

the reception / foyer area to service IDE, community gallery and public

gatherings.

Storage Area:

A small workshop / crate storage area will meet facility requirements for

visiting exhibitions such as those from national cultural institutions.

Museum Garden:

Connected to the foyer and IDE Gallery, the Museum Garden will be an

intimate enclosed area which maintains visual interaction between outside

and inside spaces. The garden will provide another form of gathering area

and enable outdoor exhibits or programs that are sheltered from the

environmental conditions.

Veranda Landscape Area:

A landscaped veranda along the new southern facade will provide shelter

from the extreme wind and sun conditions and facilitate greater activation

of Museum Square. It will provide comfortable public seating and access to

free Wi-Fi for use by nearby residents and business tenants as well as

Museum visitors,

Cafe with Commercial Function Area

New Cafe:

Demolition and redevelopment of the current wedge building is proposed

to provide an integrated shell building suitable for fit out and operation as a

cafe. Retention of the curved southern wall of the wedge building is

proposed as an enclosure for the cafe’s al fresco space. The cafe will

provide an important amenity for visitors to the Museum and wider Batavia

Marina.

Function Area:

An upper level is proposed above the cafe to provide a function area which

could be related to the cafe operation. It would be suitable for hire by

external parties with a small bar area, operable wall and some storage

(existing WCs on ground level would be used). Its ocean outlook lends to a

unique location for special occasions including larger Museum events.


Public Spaces and External Structures

Sun Shades:

New sun shading, as originally proposed for the Museum, is

recommended for the north facing glazed facade of the main building. This

will provide significant improvements to interior conditions, reducing the

impact of sunlight and heat on the Museum’s principal gallery and displays.

Museum Square:

Transformation of the existing Museum Place into a shared public space

would achieve greater activation potential and opportunities between the

Museum, the adjacent hotel / apartment complex and wider marina. A

pivotal civic square would be created that enables onward connectivity into

the second stage development of Batavia Coast Marina, the Bill Sewell Site

Masterplan and improved pedestrian access from the marina to the HMAS

Sydney II Memorial on Mt Scott. The concept envisages access through the

square would be allowed for some public parking and vehicular access

would be maintained to adjacent properties, albeit within a highly traffic

calmed environment suitable for safe pedestrian activities and flows.

1.3 Functional Areas

The existing museum building is currently 1,985sqm. The masterplan

proposes the addition of 1,005sqm of new museum space (excluding

storage areas, verandas, cafe and function area) which is arranged into the

following functional areas.

New Construction Ground Floor

Description Area Sqm

Gallery spaces

Immersion Gallery 100

Investigate, Discover, Explore (IDE) Gallery 170

SKA Gallery 20

Foyer and Community Gallery 600

Other Interior spaces

Reception and Shop 65

Toilets and service kitchen 50

Cafe with commercial kitchen 195

Cafe exterior area 375

Other Exterior spaces

Storage area (outbuilding) 80

Museum garden area 245

Veranda landscape area 350

Museum Square 3,000


New Construction Upper Floor


Function space including bar, operable wall to divide the

room in two, storage area and a small reheat kitchen

265

Stairs and lift 25

New Construction – External Structures


Sun Shades 225 *

* refer to Options Report on Louvres by Cox Architects (2010)

1.4 Construction Costs

The detailed costs to construct the proposed development are included in

Section 5 of this report and are summarised below.

Description Cost to Construct Comments

New Museum Spaces

including Garden+

Storage Area +Fit out

costs

$12,306,064 Excludes escalation and GST

(refer to Schedule One of

Master Plan Budget No.4)

Cafe (cold shell cost) $1,504,749 Excludes escalation and GST

(refer to Schedule Two of


Function Area (cold

shell cost)


(refer to Schedule Three of


Museum Square

(public space)


(refer to Schedule Four of


Total $20,248,556 Excludes escalation and GST


1.5 Funding

Opportunities have been identified through consultation with stakeholders

for funding including but not limited to Royalty for Regions, CSIRO and

Federal Government. With the nature of the development, funding can be

sought in a variety of ways to cover both capital for construction costs and

fit out and ongoing operational costs.

The amount of funding will determine the extent of implementation of the

masterplan through the three potential options of:

Do Nothing – no funding available

The development of the Museum without Museum Square –

limited funding

The full site masterplan – full funding

Some of the principal funding bodies and sources are set out below, with a

note of applicable areas of support.

State Government:

Funding for increased operation costs and some consolidated revenue

funding may be available to support the application that will access

Royalties for Regions funding through the Mid West Investment Plan

(MWIP).

Mid West Investment Plan:

Support for the Museum as a flagship project, currently estimated as a $15

million project. This cost is for the Museum redevelopment only and does

not include other marina activation projects that have been identified i.e.

Museum Square.

Commonwealth Government:

Regional Development Australia funds may be available for elements

pursued in partnership with City of Greater Geraldton. This program is only

available to local governments and not for profit organisations with an

annual income of at least $1.5 million dollars.

The Regional Development Australia Fund (RDAF) is a national program to

support Australia’s regions and enhance their wellbeing and economic

development. The program is administered by the Department of Regional

Australia, Regional Development and Local Government. It is designed to

ensure that new investments build on strengths and reflect the

characteristics, opportunities and challenges of our diverse regions.

Preference will be given to applications which demonstrate partnership

funding on a dollar for dollar basis for grant requests of $5 million or less.

For grant requests over $5 million, $2 for every $1 of RDAF funding is the

criteria (Nov 2011 RDAF Guidelines).

Commercial /Private Donors:

An opportunity could exist for contributions from commercial organisations

or philanthropists. This could relate directly to the HMAS Sydney II and

Kormoran exhibition, the SKA gallery, Community gallery, IDE gallery or

Immersion gallery. Benefits including naming rights, sponsor recognition,

etc could be considered.


Australian and German Governments:

Due to the national and international interest in HMAS Sydney II and

Kormoran, there may be potential sources of funding from various

departments and programs.

Local Shires:

There may be potential synergies with Shark Bay and Carnarvon e.g. to

create display and trail links between the Museum and other visitor

destinations. The Shires of Northampton and Exmouth are further

possibilities.

Veterans groups and potential private donations:

Veterans groups and private donors could be approached to contribute to

the HMAS Sydney II and Kormoran exhibit. Recognition of donors could be

provided by way of a plaque or digital display.

SKA:

The Australian Government and international SKA members could be

approached for funding for capital and ongoing operational funding of the

SKA exhibit, given both the unique nature of the facility and also the role the

exhibit would play in keeping visitors away from the SKA site.

WA Department of Commerce:

Potential for funding may be available for the SKA gallery content and fit

out.

CSIRO – ASKAP project only:

CSIRO could be approached for funding that may exist for capital and

ongoing operational funding of the ASKAP exhibit, given both the unique

nature of the facility and also the role the exhibit would play in keeping

visitors away from the ASKAP site.

City of Greater Geraldton:

The potential redevelopment of Museum Place into Museum Square is

seen as a future project that would potentially be funded by the City of

Greater Geraldton. The masterplan for the Museum promotes the concept

of a small civic square in this location as a focal point for visitors, residents

and employees of the area, supporting the overall development of the

museum and the wider marina precinct. This could become an important

meeting and event space with a range of elements such as seating

shade, planting, removable bollards for traffic management for events,

parking, signage etc. A separate design exercise would be required to

advise more thoroughly on costs, feasibility and implementation.


2 Options Analysis

In the development of the Site Masterplan options, the following activities

were undertaken:

Inclusion of issues identified in the context analysis in Volume One

and Volume Two. This included City of Greater Geraldton planning

schemes and policies, the overall development capacity of the site

and its urban setting within the marina

Assessment of existing and planned development in the precinct

including City of Greater Geraldton and private initiatives.

Identification of functional areas identified in the needs analysis and

their relationship to each other and the surrounding precinct and

streetscape. This included considering the relationship between

functional areas within the Museum as well as the relationship of

the public entrance, shop and community gallery to the external

environment.

Consideration of synergies and conflicts with adjacent actual and

proposed developments to maximise opportunities to add value.

Consultation was undertaken with adjoining developers and the

City that resulted in the concept of the cafe and function area being

included in the masterplan. These facilities have the benefit of

enhancing the existing and future facilities in the precinct and also

attract visitors to the precinct due to improved amenities.

Assessment of stakeholder/market preference for proposed

options in terms of facilities, content and programs through the

stakeholder consultation process

The above activities resulted in the development of a number of options

with the Project Manager for review by the Project Board and Western

Australian Museum management, which arrived at the preferred

masterplan option presented in this report.

The preferred option is considered a robust and engaging proposal in

response to the shortcomings, constraints and opportunities of the

Museum in its current and emerging context. However, only the

development of the whole masterplan concept, including enhancement of

surrounding public realm, will deliver the full potential and benefits that this

flagship site can offer the local community and wider city region.

If approvals and funding cannot be secured for the complete site

regeneration, then a partial upgrade of the Museum may have to be

considered with more limited resources and outcomes for the WA

Museum, City of Greater Geraldton and the Mid West.


3 Feasibility Analysis

3.0 Scope of Analysis

The feasibility analysis has been undertaken to show the market appetite

and likely financial benefits, based on existing percentage levels of

conversions from regional population and tourism visitor numbers,

together with the environmental and social impacts.

Whilst it would be anticipated that the additional galleries and full activation

of the masterplan would increase the conversions levels, it is difficult to

predict those levels within the scope of the masterplan. Any major new

development and new galleries offering a different experience will

undoubtedly create a spike in regional visitors. It is also expected that the

SKA and enhanced HMAS Sydney II and Kormoran will attract additional

tourist visitors.

More detailed analysis of visitor numbers would take place in the

development of any business case for funding.

From a regional context the proposed Site Masterplan improvements also

meet the desired outcomes for investment in regions through:

Improving services to regional communities through the provision

of topical and technologically advanced interpretive displays to

inform and educate the community. In addition the proposed cafe,

function centre and museum square adds capacity to the regional

community and facilities for visitors;

Retaining benefits in regional communities through ensuring the

interpretation of key historical, industrial and infrastructure events

and activities are a key focus to attract visitors;

Attaining sustainability through the inclusion of sustainable

concepts in the design and construction process as well as building

in energy and water efficient services;

Expanding opportunity through the provision of facilities with a

broad based community benefit as well as economic activity

through the lease of the cafe and function area; and

Growing prosperity through creation of a new economic activity in

the marina area and increased employment.


3.1 Market Appetite

The stakeholder consultation process identified a number of key initiatives

that would increase attraction of the Museum to visitors.

The key elements of additional gallery space the masterplan provides for

are:

An effective community exhibition space to support the local

community by way of exhibitions and displays. There had

previously been an area dedicated to this however this had been

replaced with the HMAS Sydney II Gallery. There was strong

support for the reinstatement of community gallery space in the

consultation process. The way in which this space has been

integrated in the master plan provides for a more flexible and

visible area that relates effectively to other spaces within the

Museum.

A Square Kilometre Array (SKA) gallery to provide an

interpretation of the new radio astronomy project. This inclusion

will provide the basis of informing the public of the radio

astronomy activities at the MRO facility. The MRO will not be

publicly accessible due to its radio quiet requirements. The

Museum provides an excellent public venue for displaying the

activities and providing informative exhibitions and events such as

public lectures or video links to scientists working at the MRO.

An Immersion Gallery will provide the opportunity to provide a

visual digital experience with regards to displays and exhibitions.

There is an increasing interest by the public in exhibitions of this

nature.

An Investigate, Discover, Explore (IDE) gallery to provide

interactive displays.

The masterplan also includes additional experiences expected by visitors

to Museums, as follows:

Provision of a shell for a cafe to be built on the current wedge

building location, leased to an operator to fit out. Discussions with

the developer of the apartment hotel in the marina indicate an

interest in taking on the lease for such a development. Creating a

cafe as part of the Museum masterplan will provide an amenity for

Museum visitors and will also attract people to the precinct.

Provision of a function area above the café, built as a shell leased to

the cafe operator or other party. It would be serviced by the cafe.

There was strong demand in the consultation process for a quality

function area of the size proposed. Its location with views over the

marina would make it an attractive option for special events and

meetings. It could also be used for larger Museum events and

presentations.


3.2 Visitor Levels

Increased levels of visitors to the Museum precinct in excess of the

historical levels outlined in the interim report are projected due to:

Increased numbers of cruise ships visiting Geraldton and the

relocation of the public jetty at the termination of Museum Place

between the hotel complex and the Museum. This will provide a

higher visibility for the Museum to cruise ship passengers and,

combined with the hotel and museum public amenities, will

provide for greater capture of this market segment.

Increased population growth in the region

Increased tourism to the area

Further development of the marina precinct

The uniqueness and attractiveness of improved galleries will have

greater appeal to a wide range of the local population including

school groups.

The uniqueness and attractiveness of exhibitions such as the

HMAS Sydney II, SKA and shipwreck galleries will attract visitors

with a historical and scientific background who are visiting Western

Australia.

The May 2011 Mid West Investment Plan 2011-2021 developed by the Mid

West Development Commission highlights the following key strategies and

growth aspects for the region.

The Western Australian Planning Commission in 2004 had forecast the

population in the Mid West region to grow to 55,000 by 2015. However this

was almost reached within 5 years.

The estimated population in the Mid West Region in 2009 was 54,984 and

for City of Greater Geraldton (CGG) it was 38,777. The CGG therefore had

70.5 % of the regional population and this percentage has been used to

identify potential growth in that area.

Projected growth based on planned and possible major projects and

outcomes from prospective industry development would result in

increases to the population as outlined in the following table.


Source 2009

Region

2009

CGG

2016

Region

2016

CGG

2021

Region

2021

CGG

2026

Regional

2026

CGG

2031

Regional

2031

CGG

Australian Bureau of

Statistics

54,984 38,777 63,014 44,424 70,510 49,709 79,103 55,767 88,628 62,482

Western Australian

Planning Commission

N/A N/A 55,400 N/A 57,000 N/A 57,800 N/A 58,100 N/A

Economic Forecast N/A N/A 63,990 45,112 72,960 51,436 81,305 57,320 90,431 63,753

Economic Forecast with

Multiplier

N/A N/A 70,089 49,412 79,824 56,275 89,988 63,448 99,681 70,275

These growth projections provide significant opportunity for increased

visitation to the Museum by Mid West residents and visitors from

interstate, intrastate and overseas.

In addition to the growth in population the MWDC Investment Plan also

identified that there is increasing tourism growth from domestic and

international tourists. In 2007 and 2009 there were 440,500 visitors per

year to the Mid West region of which 211,440 (48%) were tourists. Tourism

numbers are expected to increase by approximately 3.2% per annum in

Western Australia and the 2009 numbers in the table below have been

extrapolated at this rate.

Approximately 20 cruise ships a year visit Geraldton bringing

approximately 25,000 visitors per annum. It is anticipated these numbers

will increase. Discussions are being undertaken that should result in the

landing jetty for cruise passengers being moved to a location in front of the

Museum. This will increase the exposure and visitors to the Museum.

In 2007/08, 7.6% of intrastate, interstate and international visitors to the

region visited the Museum. In 2008/09 27.7% of local (CGG) residents

visited the Museum.

Museum surveys indicate that 33% of local visitors to the Museum are

repeat visitors but that it may be as high as 78%. There is not enough data

to ascertain if the return visit is in the same year and accordingly it has

been assumed that it was in a previous year for the projections in the table

on the following page.

The table on p.16 below outlines the known historical information and

projects potential visitors to the Museum based on existing patronage

levels as a percentage of visitors and regional residents.


Actual

2008

Actual

2009 Actual

2010 Actual

2011 Estimated

2016

Estimated

2021

Estimated

2026

Estimated

2031

Australian Bureau of Statistics Projections

(CGG residents)

38,070 38,777 40,537 43,005 44,424 49,709 55,767 62,482

Number of Visitors to the region 440,500 440,500 454,600 469,100 549,000 642,500 752,000 880,300

Number of Museum visitors 44,041 42,650 47,114 40,372 53,579 62,599 72,559 84,210

Percentage of Museum visitors of total

visitors from outside of the Region

7.6% 7.2% 7.9% 6.8% 7.6% 7.6% 7.6% 7.6%

Number of Museum visitors from outside

of the Region

33,471 31,716 35,913 31,898 41,724 48,830 57,152 66,903

Number of local visitors as a percentage

of local population of CGG

27.7% 28.1% 27.6% 19.7% 27.7% 27.7% 27.7% 27.7%

Number of Local visitors 10,570 10,934 11,201 8,474 12,305 13,769 15,447 17,307

Total actual and projected visitors 44,041 42,650 47,114 40.372 53,579 62,599 72,559 84,210

Notes:

1. Population for 2010 and 2011 are estimates

2. Museum statistics not fully complete for split of visitors in 2009,

2010 and 2011 and estimates made.

3. Projections for 2016 to 2031 for split of visitors have been made on

the known 2008 breakdown.

4. 2010 and 2011 visitors to the region are based on estimates


3.3 Environmental Financial and Social Sustainability Strategies

Strategies that contribute to the environmental, financial and social

sustainability of the site masterplan are outlined below.

These strategies reflect opportunities for the Museum in delivering major

social, cultural and economic outcomes for the City, the Region and State.

Strategy Environmental Financial Social Sustainability

Integrate the Batavia Coast Marina

via the Museum’s location with

significant markers in the CBD -

Foreshore Drive and BCM Stage 2;

Geraldton Foreshore and CBD; Bill

Sewell Complex; and HMAS Sydney

II Memorial at Mt Scott.

Batavia Coast Marina to become a

destination that attracts general

activation through spaces such as

the cafe and function areas,

improved Marina frontage and

public jetty, and Museum Square.

Museum extension designs to

complement relevant existing and

proposed developments in the City

to create a sense of place and

belonging for the community.

Spaces such as the public foyer and

community gallery to encourage

higher Museum visitation and

participation through creation of civic

spaces.

Create economic opportunities

through a café and function space

that enhance the visitor experience

in the Marina area.

Increase visitor numbers to the

Museum with increased revenue

potential resulting through

commercial leasing, donations,

retail, venue hire and functions.

Create economic opportunities for

the community via Museum Square

through activities such as markets,

performances and events.

Create a community amenity in the

Marina that is a destination in its

own right, and enables the

Museum’s own potential to develop

in its delivery of services to the

community.

Offer Museum experiences inside

and outside of the Marina precinct

that support the City’s Creative

Social City Plan

Expand gallery areas and increase

exhibitions in response to emerging

contemporary stories of national and

international significance

Use design guidelines that support

the environment in terms of

architectural design, materials and

sustainable energy and water

usage.

Increase visitor numbers to the

Museum with increased revenue

potential resulting through

commercial leasing, donations,

retail, venue hire and functions.

Create exhibition material that can

be used via technology, trails or

other exhibits to elsewhere in the

state e.g. the HMAS Sydney II /

Kormoran story in Geraldton, Shark

Bay and Carnarvon, and the SKA in


Strategy Environmental Financial Social Sustainability

Create flexible spaces to enable

development of other Mid West

content as opportunities arise.

Geraldton and Shire of Murchison.

Develop NBN content delivery

mechanisms to increase audiences

Encourage multiple narratives and

community content creation using

the Community foyer and gallery

Provide interactive education

services and lifelong learning

opportunities

Understand the world we live in

through historical and contemporary

stories from our region.

Enable both formal and informal

sharing of knowledge and

encourage curiosity, enquiry and

creativity.

Identify opportunities for

sponsorship

Use partnerships and collaborations

with agencies and industries in the

region to create content and

opportunities in the IDE Gallery

Improve community and visitor

knowledge and understanding of

stories of a local, national and

international significance.

Offer Museum experiences inside

and outside of the Marina precinct

that support the City’s Creative

Social City Plan and that allow

people to meaningfully relate to their

history, heritage, culture and

environment.

Implement renewable energy

systems and interpret science and

technology used by the renewable

energy sector in the region

Incorporate within exhibitions

examples of how sustainable

initiatives have been utilised in the

Museum design, construction and

operation

Minimize operating and

maintenance costs through

sustainable design

Potential revenue dependent on

amount of energy expended vs

energy created

Sustainable design, water and

energy use that can be practicably

demonstrated and interpreted to the

community.

Become an active participant in a

sustainable Mid West.


3.4 Financial Implications

To assess the financial impact of the proposed development on the

Museum’s recurrent budget, the income or operating cost of the proposed

new areas has been estimated based on a full year’s operation and related

to the new construction aspects only.

The increasing population and visitor numbers will in themselves drive

additional income. However, the additional and improved facilities will

ensure that the ratio of visitor numbers are maintained and enhanced.

The additional facilities will also enable a greater number of special events

and community activities to occur. These could be in the function area or

the Museum foyer and community gallery.

The cafe and function area could be leased to a third party or potentially the

Museum could lease the cafe area to an operator and maintain control of

the function area and rent it out to other parties as required.

Existing income streams for the Museum come from the following:

Donations

Guided Tours

Education

Public Programs

Shop

The estimated increase in income from these sources by 2016 and 2021 is

shown over page and is based on an estimated average spend of a

planned 46,000 visitors in the 2012/13 budget, projected for the estimated

future visitor numbers.

As a result of the proposed development the following additional income

streams would also be available:

Community gallery foyer area for functions (it is proposed that this

should be able to be secured as a separate area if required)

Cafe lease

Function area lease or individual rentals

The predicted financial implications for the Museum of growth in visitor

numbers and developing new facilities are set out in the following table

(note all values are in 2012 $).

Recurrent operating costs would be impacted by the increased size of the

facility and would include maintenance to the structure of the cafe and

function centre.

There is currently 1,985sqm of existing museum building. The planned

development will add the following built areas:

Museum – 1,005sqm (excluding storage areas, verandas etc)

Cafe – 195sqm

Function area – 290sqm

The estimated impact of the new facilities on operational costs is also

included in the table on p.21 (explanation of the income and cost basis is

shown in the notes below the table).


INCOME SOURCE Impact Description 2013 2016 2021 2026 2031

Donations Increase in visitors $60,000 $70,000 $81,700 $95,100 $110,300

Guided Tours Increase in visitors $5,000 $5,800 $6,800 $8,000 $9,300

Education Increase in visitors $4,700 $5,500 $6,400 $7,300 $8,400

Public Programs Increase in visitors $11,000 $12,800 $15,000 $17,400 $20,200

Shop Increase in visitors $155,000 $181,000 $210,900 $244,700 $283,800

Rental income – foyer and

community gallery

Note 1

The foyer/community gallery could be secured

from the rest of the museum and rented out for

functions and events.

N/A $39,000 $39,000 $39,000 $39,000

Lease income – Cafe.

Note 2

Lease income as a result of the leasing of the cafe

to an operator

N/A $26,500 $26,500 $26,500 $26,500

Lease income – function area.

Note 3.

Lease income as a result of the leasing of the

function area to an operator

N/A $6,000 $6,000 $6,000 $6,000

Total Income $235,700 $346,600 $392,300 $444,000 $503,500


ADDITIONAL EXPENDITURE

Staffing. Note 4 Staffing levels N/A $150,000 $150,000 $150,000 $150,000

Annual maintenance of additional

Museum area. Note 5

Maintenance on newly constructed areas N/A $72,000 $72,000 $72,000 $72,000

Annual maintenance of cafe and

function area. Base building only.

Note 6

Maintenance on newly constructed areas N/A $14,000 $14,000 $14,000 $14,000

Cleaning. Note 7 Cleaning on newly constructed areas N/A $26,000 $26,000 $26,000 $26,000

Utilities. Note 8 Power usage for newly constructed areas and

exhibits.

Water usage for additional toilets and facilities

Gas usage for additional facilities

N/A $66,000 $66,000 $66,000 $66,000

Security. Note 9 Security contract N/A $0 $0 $0 $0

Misc. Note 10 Various costs of operating the facility N/A $15,000 $15,000 $15,000 $15,000

Total Additional Expenditure N/A $343,000 $343,000 $343,000 $343,000

Note 1 - Lease based on cold shell and operator fitting out the cafe. The

lease income has been estimated based on discussions with local agents

and property consultants. Investigations with local property advisors have

indicated that a cold shell lease of $200 per sq m plus outgoings could be

applied to the cafe area as an initial lease. The initial rate would be subject

to future agreed reviews.

Note 2 - It is anticipated the function area and the cafe would be leased to

the same party as the cafe or alternatively control could remain in house

and outsource bookings and management. If the latter was chosen there

would be additional costs to fit out the facility. The basis of income shown is

to lease the facility to an operator and is a result of investigations with local

property advisors who have indicated that $100 per sq m plus outgoings

may be an acceptable lease level.

If the facility was rented out it could be anticipated that say initially 2

bookings per week at $600 could result in an income (before costs) of

$60,000 per annum.


Note 3 - An allowance of 6 events per year at a rental of $1000 per event

has been made.

Note 4 – From discussions with Museum management the increased

gallery space and types of activity will result in an estimated two new full

time positions and conversion of part time positions into full time roles. The

financial impact of this is estimated at $300,000. It should be noted that

increased patronage of the Museum through population growth and

tourism would have resulted in at least 50% of this costs being incurred.

Accordingly the lower amount has been included as reflecting the

proposed development costs.

Note 5 – An average allowance of 0.9% ($72,000) per annum of capital cost

should be allowed for maintenance over additional construction for the life

of the facility as a life cycle cost. This is consistent with what would be

reasonably expended to maintain the asset in an effective manner. This

would be low in the first years and vary each year as the facility was

maintained and various elements replaced or refurbished. Financial

implications shown are an average cost per annum. Note that the current

maintenance costs for the existing facility are budgeted at $88,000 for

1,985sqm.

Note 6 – Museum would be responsible for maintaining base building. Cost

would be recoverable in the lease rental set so should be neutral. Lessee

to be responsible for all cleaning and maintenance of plant and equipment

and furniture.

Note 7 – Cleaning costs increased as a percentage of existing for new

areas of construction. No costs allowed for cafe and function area as a

Lessee cost.

Note 8 – Inclusion of energy saving design principles and solar power has

the opportunity to reduce these costs. Power costs for cafe and function

centre to be lessees cost.

It is anticipated the water usage impact will be minimal with reduced

garden areas and use of water saving initiatives in the design. Water costs

for cafe and function centre to be lessees cost.

Gas usage increase would be minimal with cafe and function areas’

lessees covering the cost of those areas

Cost increase has been estimated based on current sqm costs.

Note 9 – It is not envisaged there would be any significant increase in the

security contract

Note 10 - Based on allocating sqm rate for existing to new areas.


4 Concept Plans

The following plans, elevations, sections and perspective sketches

illustrate the Site Master Plan vision. The following pages also contain

Design Principles with images of feature buildings and public realm that

provide examples of potential design outcomes.

The concept plans reflect the area schedule outlined in Section 1.3 which is

repeated opposite. In the development of the concept drawings,

consultation was undertaken with Museum Management in respect of the

areas required and the relationships between each area from an

operational aspect. Area schedules were prepared and agreed to clearly

outline the additional facilities and areas required.

New Construction Ground Floor


Gallery spaces

Immersion Gallery 100

Investigate, Discover, Explore (IDE) Gallery 170

SKA Gallery 20

Foyer and Community Gallery 600

Other Interior spaces

Reception and Shop 65

Toilets and service kitchen 50

Cafe with commercial kitchen 195

Cafe exterior area 375

Other Exterior spaces

Storage area 80

Museum garden area 245

Veranda landscape area 350

Museum Square 3,000

New Construction Upper Floor


Function space including bar, operable wall to

divide the room in two and a small reheat kitchen

265

Stairs and lift 25

Continuity of characterThe character of the museum will be enhanced by the extensions which respect and reference some of the dis nc ve forms of the exis ng building, par cularly curvatures and scale.

A recognisable landmarkThe museum is a landmark element within the Geraldton townscape. It is visible from many vantage points. The extension will signifi cantly enhance the landmark quality of the museum and ensure that the building acts as a marker within the urban landscape. The museum building will become a well linked part of the story of Geraldton and central to local storytelling.

‘The arc’ The proposed extension provides the museum with a refreshing new main entrance, Community gallery, Immersion gallery and Interac ve-Discovery-Educa on (IDE) space. The sweeping arc of the western side of the new gallery provides a dis nc ve, illuminated and welcoming face to the street. The curved ‘light catcher’ wall is an inters al element between the museum interior and the outside and an a rac ve enclosure for a new public square to Museum Place. When lit up at night, it will rise up as a 2 storey light box, par ally transparent, par ally translucent and alive with informa on about what is happening within the building. It could include a veranda element providing a sheltered outdoor space fron ng the square.

Orientation and way findingAt various loca ons visible from both within and outside the building, a series of marker sculptures or installa ons will act as beacons to a ract and help orient the visitor. These will be complementary to the dis nc ve design of new buildings and will be public art opportuni es adding to the richness of the stories told by the museum.

The confi gura on of the expanded museum provides clear orienta on for visitors to begin their journey through the various galleries. The visitor can easily access the core of the museum or peripheral a rac ons, with a number of vistas becoming available through the building along four points of the compass. There will be a northerly vista through the building out over the marina providing access out to the cafe and alfresco. A view east will draw visitors out into the sheltered museum garden.

DESIGN ELEMENTSWA Museum - Geraldton

howeler + yoon architecture‘light dri ’ interac ve RFID ligh ng installa on, philadephia, U.S.A 2010images: howeler + yoon architecture

Geraldton Museum, WA

Olson Kundig Architects - Lightcatcher at Whatcom Museum , Bellingham, WA

The famous viking ship of Reykjavik Also known as: Sólfar - Sun Voyagerin Reykjavík, Iceland, by Jón Gunnar Árnason.Image: Marjolein

Adrien Fainsilber, Nanterre & Liliane Grunig - Tribel,F. Tribel, ParisMuseum für Moderne Kunst, StraßburgImage: Bega


Marina frontageThe northern eleva on of the museum facing the marina will be completed with the addi on of louvred sun shading to protect the facade. The marina frontage of the museum will a ract increased ac vity with proposed public sea ng along the veranda. The new cafe will open up onto the boardwalk while s ll off ering a sheltered si ng area away from sun and wind. Above the cafe, a second storey func on venue will have excellent views out over the water. A proposed public je y at the end of Museum Place will enable large passenger boats to berth and visit the museum and precinct. A small visitor centre can be included into the cafe facility to inform people as they arrive at the precinct by boat.

Museum SquareSheltered from the wind and north-westerly sun, the square will reinvent Museum Place as a space for people to gather. This space can host markets, displays and performance and will be developed as a joint project with the City of Greater Geraldton. The backdrop of ‘the arc’ will en ce people into the square and the museum both during the day and evening.

Foyer and community galleryThe foyer has the poten al to fulfi l a number of key roles for the future museum. It principally acts as a circula on and ‘break out’ space providing fl ow between galleries and smaller rooms. It is also the direct link to the garden and new public square. Within the foyer, there is room for the recep on, cloaks and shop, temporary display (as a community gallery), gathering of large groups (such as school children) and a star ng point for tours. There is also scope to host func ons and events connected to the galleries that could spill into the cafe, the garden or out to the marina. A kitchene e is provided between the new foyer gallery and the IDE gallery to facilitate this.

Cafe and function area A single storey cafe will be located near the exis ng wedge. This will be an integrated element of the overall museum, providing a well connected amenity with good capacity, exposure and dual aspect out over Museum Place and the marina (including any new public je y). A small recep on/visitor area can be included for visi ng cruise passengers. It is important that the cafe can be accessed from the promenade, the public street and internally from both the main gallery and the museum foyer. The cafe will be suitable as a hired venue and will have adjustable screened par oning to enable it to be opened out to either external or internal spaces, subject to weather condi ons. Retaining the curved wall of the wedge building will provide a dis nc ve enclosure for the external sea ng area for the cafe.

Museum gardenThe museum garden provides tranquil respite from the open built environment, with scope for outdoor display or ac vity space that is sunny yet sheltered from the wind. The garden will have a vista back into the new foyer and IDE gallery, maintaining visual interac on between outside and inside spaces.

DESIGN ELEMENTSWA Museum - Geraldton

lahznimmo architects - Armory Wharf Café, Sydney,Image: Bre Boardman

Arkhefi eld and Total Project Group Architects in assoc - The Cairns Cruise Terminal Image: Sco Burrows

Hames Sharley Architects - Mandurah War Memorial, WA

Lumascape Ligh ng


MaterialsUse environmentally accredited materials with low embodied energy and low VOC.Use recycled and locally sourced materials.

WaterAim for Museum to be water balanced and include ini a ves such as: Rainwater collec on and recycling for non potable uses. Waterless vacuum technology toilets.

StormwaterImprove stormwater management around site through, for example: Direct runoff in impervious external spaces into below surface fi ltra on tanks, prior to discharge to

the public drain. Passive deten on and treatment of surface runoff within so landscaped areas using pervious natural

materials and ‘sedgebeds’ prior to recharge to the local groundwater aquifer. Sub soil irriga on using captured rainwater (from roofs).

EnergyPassive solar design for extension verandahs, north facing shaded closing to IDE.External adjustable shading elements to control heat and light gain, reduce energy consump on.High performance insula on and independent thermosta cally controlled environment to new (community) gallery.Photovoltaic energy fed back to grid – designed as integral part of the building. Solar powered controls and climate/daylight monitoring (BMS and weather sta on).‘Green switching’ of lights and power-mo on sensor or occupier controlled, limi ng stand- by power usage.

WasteSeparate glass, plas cs and aluminium at source and dispose through recycling centre.

Transport Provide bicycle storage and end of trip facili es for staff and bicycle racks for visitors. Support pedestrian and public transport links to other a rac ons in Geraldton.

EducationDisplay and interpret PV energy produc on and rainwater collec on and reuse.

SUSTAINABLE INITIATIVESWA Museum - Geraldton

Building-integrated photovoltaic installa ons Image: Bethany, REI

Building-integrated photovoltaic installa ons , EuropeImage: Kuraray Europe GmbH, Division TROSIFOL

Wellington waterfront, New ZealandImage: Ian Stanger

Building-integrated photovoltaic installa ons Image: Atlan s Energy Systems


Ground Level

SITE MASTERPLANWA Museum - Geraldton

N.T.S


Upper Level

SITE MASTERPLANWA Museum - Geraldton

N.T.S


FLOOR SPACEWA Museum - Geraldton

Ground LevelWA MUSEUM GERALDTON SITE MASTERPLAN - Final Report 29

N.T.SN.T.S

FLOOR SPACEWA Museum - Geraldton

Upper LevelWA MUSEUM GERALDTON SITE MASTERPLAN - Final Report 30

N.T.S

PERSPECTIVESWA Museum - Geraldton

Axonometric view from South


PERSPECTIVESWA Museum - Geraldton

Axonometric view from North-west



5 Staged Implementation Plan and Costs

The preferred implementation plan is to undertake the development as

outlined in the masterplan as this achieves the outcomes sought and

provides a Museum facility that meets future service delivery objectives of

the Western Australian Museum. An indicative programme including

estimated design and construction timing is outlined on the following page.

An option for staging the build could be to complete the additions to the

Museum galleries as a first stage and the inclusion of the cafe and function

area at a later stage.

The cafe could be also developed without the function area. However, there

would be cost implications of building a ground floor shell and then an

upper floor at a later stage. Therefore, a commitment to demolition of the

existing wedge building and its replacement with a two level building

housing a cafe and function suite would be the more practical scenario. In

addition, from a leasing perspective, the consultation phase identified that

there is an interest in an outside party being involved with both the cafe and

the function centre. It would be recommended that discussions commence

with regards to a potential lessee as soon as possible to enable this to be

pre-committed prior to a construction contract being let.

As outlined in Section 1.4, the estimated project cost excluding escalation

and GST is $20,248,556. The total professional fees are estimated at

approximately $2.2M including Museum Square. However, the figure is

$1.82M for the Museum, cafe and function area without the new square.

The estimated architectural fees as a component of total professional fees

are approximately $0.52M. Fee calculations for each component of the

masterplan are shown in the table on page 35. If the extension to the

Museum and cafe and function area were developed as one package, with

the new square on Museum Place redeveloped as a separate phase, the

estimated architectural fees would look as follows:

Stage Estimated Architectural Fees

for Museum, Cafe and

Function Area

Estimated (Landscape)

Architectural Fees for

Museum Square

Design Brief $37,207 $14,862

Schematic Design $55,810 $22,293

Design Development $74,414 $29,723

Contract documentation $111,620 $44,585

Contract Administration $81,855 $32,696

Defects Period $11,162 $4,459

Total (excl. escalation, GST

and disbursements)

$372,068 $148,617

Note: Estimated Architectural Fees based on the BMW Standard Panel Pre determined fee

scale for Complex Projects and on the Net Perth based Estimated Total Cost (ETC).


Indicative Staging:

In terms of indicative staging, the table below outlines a phased

construction of the Site Masterplan according to the overall project costs

(design fees plus construction costs), projected over 4-5 years.

Stage: Design/Approvals Phase Phase 1 Phase 2 Phase 3 Completed Site Development

Description: Master planning

Approvals, Detailed

Design,

Documentation

Main extension to

Museum including

Garden, Storage Area

and external works

Demolition of Wedge

Building and development

of new Cafe and Function

Area (cold shell cost)

Redevelopment of

Museum Place,

modifications to services,

build new Museum Sq

Museum, Cafe, Function

Area and Museum

Square

Timeframe: 2012 2013-2014 2014 2015 2012-2015

Costs to construct:

at Geraldton Prices

(excl. escalation and GST)

n/a $8,004,912 $3,168,468 $2,692,339 Total $13,865,719

Budget Allowances:

(incl. fit out costs and all

professional fees)

- $4,301,152 $1,125,401 $956,285 Total $6,382,838

Indicative Project Costs

by QS Schedule:

excl. escalation and GST

- $12, 306,064 $4,293,868 $3,648,624 Total $20,248,556


Adjusted Professional

fees by Phase:

(excl. escalation and GST)

$1,538,149

(approx. 70% of total

professional fees)

$219,736

(nominal 10% of total

professional fees)

$219,736


professional fees)

$219,736


professional fees)

Total Prof. Fees $2, 197,358

Adjusted Project Costs by

Phase:


$1,538,149

$11,148,955 $4,070,019 $3,491,433 Total $20,248,556



6 Conclusions and Next Steps

The Site Masterplan for the WA Museum, Geraldton was tasked with

addressing not just the Museum but the wider site and its context, including

outdoor spaces, buildings and public and staff facilities. In accordance with

the project brief, the masterplan has sought to provide direction for:-

The development of the site as a significant cultural and

educational institution and visitor attraction, ensuring connections

to existing and future developments in and around the Batavia

Coast Marina, the City of Geraldton and the wider Mid West region;

Improved interpretation and access to unique historical and

contemporary heritage and stories, including those of HMAS

Sydney, HSK Kormoran and the Square Kilometre Array.

Delivering flexible spaces within the Museum site that allow for

museum and community-led programming, ensuring a constantly

refreshed offer; and

Extending visitor services that support and add value to core

experiences, meeting increasing demands of visitors for an

engaging, interactive experience using World-Class collections

combined with the best of contemporary design and interpretation;

Through a discrete consultation exercise, thorough site analysis and

options planning, a carefully worked out sequence of new spaces has been

conceived for the site that has regard to the Museum’s overall vision and

strategic objectives, current operations, income potential and ongoing

facility costs. The outcome of the masterplanning phase is a preferred

concept for a number of key interior and exterior areas which, if fully

developed, will provide the Museum with dynamic new gallery and

reception spaces, attractive public venues and integrated commercial

facilities that will help meet current challenges and grasp present and

future opportunities. In doing so, there are clear synergies with wider

strategies, regional programs and community initiatives across Batavia

Marina, City of Greater Geraldton and the Mid West region.

The masterplan is illustrated by way of a number of plans, images and

perspectives to convey the design concept and underlying principles. It is

also supported by a feasibility assessment to demonstrate the financial

benefits and report on market potential for expanding the Museum’s

facilities in light of population and visitor projections for the area. An

indication of fees and estimate of project costs related to staged

development of the site is also provided to help inform subsequent

business case development and applications for principal funding.

With the support of key partners, implementation of the new masterplan

concept for the revitalisation of the WA Museum in Geraldton can be

delivered along with wider benefits for the marina precinct, city and region.

Documents

Contents...Sydney (II) and HSK Kormoran: arguably, the most significant Australian Naval event of World War II, and one of Australia’s most commemorated maritime events. There was